Marketing automation is creating new opportunities to grow revenues, improve partner profitability and create impact for your brand. Inbound marketing tools, either vendor initiated or partner-led using through-partner marketing automation (TPMA), are adapting quickly to the new realities of the customer-driven demand cycle.

Reportedly, ninety percent of the Technology Vendor that applied for CRN’s (now The Channel Company) 2013 Partner Program Guide (PPG) said they generate leads and turn them over to partners; eighty-six percent said they generate sales leads and initiate sales, which are turned over to partners and ninety-three percent said they work cooperatively with partners to drive demand directly to them through market development funds and other marketing programs. Ninety percent also reported that they provide tools on their partner portals for partners to drive their own demand. Eighty-two percent offer this benefit to all of their solution provider partners while 5 percent provide the tools only to their top-level partners.

Yet how effectively are these programs and tools working when a 2013 CompTIA Channel Trends Study reports that only 57% of Channel Partners and merely 21% of IT Vendors report being Satisfied or Very Satisfied with the leads received or provided?

If you’re an Alliance Manager, how much more challenging is it for you to get the right content to the right partners at the right time when the content is comprised of multi-branded solutions and the partners need to tap the portals of each vendor? ‘

We can help you identify and bridge the gap between customer demand that create the need for multi-branded solution platforms and the inter-organizational challenges that can get in the way of the Alliance’s ability to identify, attract, enable, engage and motivate the best partners through programmatic solutions.

Channel Matters can help with Partner Marketing program strategy and work with your roster of partner marketing service providers or help you identify, assess and onboard new providers that align best with your channel strategy.